Category Archives: Attribution Modelling

Are you interested in understanding the true performance of your marketing channels? You will need to look beyond last click attribution. People make passionate arguments about first or last click attribution. When it’s my budget and company on the line, I go with the data and science every time. — Bill Macaitis, former Slack CMO…

Marketing attribution is not easy. For businesses selling B2B, it’s even harder. Multiple people are involved in decisions and are part of a buying journey. To make the right decisions all their touchpoints have to be captured and analysed. In this article, we’ll cover: An overview of what B2B marketing attribution is Types of…

What is marketing attribution? According to Wikipedia, in marketing attribution, or marketing attribution modelling is the identification of a set of user actions towards a goal, or a conversion, which we’ll refer to as touchpoints and then the assignment of a value to each of these touchpoints. The goal of marketing attribution is to get…

We are so excited about 2020, as it’s going to bring a lot of changes, innovations, and opportunities. But, at the same time, it will bring many challenges for digital marketing. A digital era (and the era of AI), bring us a diverse range of technology tools to help marketers. We can easily create content,…

In marketing measurement, there are two common ways to giving credit to each touchpoint in a conversion sequence: post-view, also known as a view-through conversion, and post-click conversion. As briefly mentioned in our general overview post on the topic of marketing attribution modeling, the decisions on whether to measure based on a post-click or post-view…

Here in this video we take a look at what is attribution modelling. The video is quite basic but covers the basic aspects and also why attribution modelling is important. Here we go more into the different models https://www.windsor.ai/list-of-attribution-models/ And here is wikipedia’s definition of attribution modelling: https://en.wikipedia.org/wiki/Attribution_(marketing) Though the definition there as…

Attribution modelling in R an example Here I am going into some examples in attribution modelling in R. It is a complex topic and much more can be said about it than I will be able to do here. I will here go hands on mostly into the markov model using the channel attribution package…

Some of our clients like to not only use the high-level budget optimiser but go very granular with their analyses. They sometimes analyse the attributed revenue for every keyword and the customer journeys containing those keywords. This way they get data driven attribution per keyword and journey. Here is an example of what it can…

Google has rolled out the data driven attribution to most accounts now. It requires quite a large amount of data to work though. Using data driven models simplify optimisations. When the models work they make it easier to analyse campaigns based on the amount of revenue or conversions they have contributed with. This makes…

We take a look at the two data driven attribution models used in marketing. Shapley value Markov Model Illustration of the Shapley Value by google: source: https://support.google.com/analytics/answer/3191594?hl=en Markov Model: The removal effect of the markov attribution model: A real markov model with customer journeys: